Why Setting Website Goals in Google Analytics Is A Good Idea
Friday, April 4th, 2014
Just like hiring an employee and setting goals about what you want that person to achieve during their work day, it is important to set measurable goals when it comes to the performance of your website. Using this analogy again, if you employed someone to promote your business by selling a product, and they made 100 sales calls and they didn’t report on how many times they made a sale, it means either you don’t care about what the person did at all, or you don’t care about your business. It just doesn’t happen.
When you employ someone there is always a reporting process, and almost always there are targets to achieve, and that could be around many KPI’s, not just sales figures (depending on the role you hire the person for). Which is why when it comes to your website, it is a good idea to set expectations and goals around what you want your website to achieve. So, how do you set website goals?
The first step is to identify what type of website you have, and according to Google Analytics themselves, there are 5 types of websites. The second step is consider your options for measuring performance, here are some examples:
- E-commerce sites. Those whose objective is to sell products, a site like Healthpost is a good example of this type of site. Measure sales made and their value.
- Lead generation. Sites that have an objective of gathering contact information of sales prospects like one of our clients O’Neil Architecture. Measure websites forms are filled out, email address clicks and tracking phone calls.
- Content publishing. Sites that show items and ads to their visitors, like Fairfax Media’s Stuff. Measure what content was read and what ads were interacted with.
- Online Info/Support. These help customers find information around many subjects, and a great example of that is NZS.nz, a NZ based search engine and web directory. Measure what visitors searched for and received the information they need.
- Brand sites. Sites whose sole purpose is to create brand awareness, and Coca-Cola fits this perfectly. Measure how long and how deep the visitor interacted on the site.
For the nuts and bolts of how to setup goals in Google Analytics, view Google Analytics and Conversions.
The setting of meaningful and appropriate goals means you can answer accurately how your website is working for you. Contact Avatar if you’d like assistance.
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